Fox News Mobile just underwent a design change to make the site look and feel more like Foxnews.com to create a more consistent brand experience between its Internet and mobile properties.

Consistency in the brand experience is important and helps consumers identify with a brand and maintain familiarity with its content, product or services, according to the current thinking at Fox News. Mobile Marketer's Giselle Tsirulnik interviewed Scott Margolis, director of digital business development for Fox News, about the mobile site's redesign. Here is what he had to say:

As phones become smarter and smarter, do you expect most mobile sites will redesign to have more of a consistency between online and mobile?Yes. As the phones get smarter and as the wireless networks get faster, we are able to provide a more consistent experience between our online and mobile properties.

With the advances in technology, it becomes much easier for us to improve the site layout and introduce things like rich graphics and photos, making the look-and-feel of our mobile site similar to our online site.

Is it important to have consistency between online and mobile? The mobile site is tailored for the smaller screen, but introducing similar design elements that are used online creates a consistent experience between our online and mobile properties.

The Fox News Mobile site before the redesign

Users will immediately be able to identify with the brand and be familiar with our content, whether they are on a PC or on a mobile device.

How does this type of consistency help with a company's overall branding strategy?As more individuals consume content on different mediums, the goal is to keep the users engaged with the Fox News brand.

We want a user who visits our Web site on their computer to also access our mobile site when they are on the go. If we can provide a consistent experience between our online and mobile sites, we believe that consistency ultimately benefits the user and will keep them coming back.

What aspects of the site did Fox redesign? The new site is much cleaner and the layout is also improved. The new design also contains many more photos and pictures, which greatly enhances the user experience.

How have you altered the user experience?Individuals who consume content on the go most likely do not have much time.

We are cognizant of that and have streamlined the navigation to get users to the content they want with as few clicks as possible.

We also feature different content sections on a rotating basis to allow our users to discover more content.

Does Fox run mobile ads on its site? Yes, we run mobile ads throughout the site.

Our new site design provides flexibility around the location of ad placements so that we can modify ad placements for each section to accomplish the varying objectives of our advertisers.